"Heroes for Kids has done a great job and developed a site that is easy to use and engaging for parents and gifters.

"We look forward to working with them both on the new store and also as a licensing partner for Poppy Cat."

Caroline Elliot, business development director at Heroes for Kids, said: "We are delighted to be working with Coolabi on such a fantastic children's brand.

"We are all fans of Poppy cat and it's a great addition to the Heroes for Kids portfolio. The Poppy Cat shop will enable parents to find everything from the Poppy Cat range in one place, including some items that are exclusive to the online store."

The two year deal will also see Heroes for Kids products available at other online retailers such as amazon and eBay.

The series is based on the award-winning books by Laura Jones, which have sold more than 2.5 million copies worldwide.

The series is co-produced by Coolabi's television production arm, Coolabi Productions, and the Emmy shortlisted and BAFTA winning King Rollo Films.

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